I knew I’d like the Snack Car Guy when he started his introductory announcement on our train ride with, “Good morning passengers! Join me for freshly brewed coffee this morning in the snack car…” and followed that with step by step directions on how to find him for those of us not yet fully awake.
As the train ride continued, his salesmanship made the perfect example of seven great sales lessons:
1. Any Situation or Circumstance Can Be An Opportunity For a Creative Offer
“And we’ve got cows out the window on the left side of the train as well as cows down here in the snack car in the form of hot 100% Angus Beef cheeseburgers. Come on down!”
Cows out the window… this one made my kids smile when they got the joke (a sure way to get a Mom’s attention!). What’s out your virtual window? What’s the way to your potential client’s hearts?
2. Focus on Doing What You Do But Keep an Eye Out For Opportunities Others Create
During a very lengthy early-morning delay, the silent tension was broken with… “This is NOT your conductor and I CAN’T explain why we’re not moving right now because I’m just the snack guy, but now is a great time to come on down and pick up a snickers, or a pizza, or a hot dog and a soda.”
What circumstances are around you that you can tie into? What’s the conversation around you in your industry or in the “world” your potential clients are in?
3. Give People Permission to Do What They Already Wanted to Do
“It may be early in the morning folks but I am here for you and this can be the party train if you would like it to be. Who wants to kick things off with a Bloody Mary or glass of wine?” was followed shortly by, “And we’ve sold our first Bloody Mary of the trip! That means it’s okay for YOU to come get yours next. I won’t tell. I’m here to help you relax and enjoy this ride.”
I was more interested in the coffee than the wine, but plenty of anxious train riders jumped at his offer when they had “permission” and knew they were not the only ones… what do your clients or potential clients already want to do, but need a little push, or to know there’s a crowd going that way?
4. Make Your Presence Known, Repeatedly!
Over the course of 40+ hours while we zoomed (or perhaps moseyed is a better word to describe our pace…) from stop to stop, I quickly lost count of the announcements the snack car guy shared. But I was never annoyed by the frequent offers because they were a bit of unexpected fun on a slightly monotonous trip.
If it’d been the same exact “come buy a snack” announcement, it would have gotten old and annoying quickly. But because he brought some fun into the announcements, we looked forward to finding out what he would say each time.
And, if he’d only made one announcement at the beginning of the trip, imagine how many fewer sales he’d have made… remind your audience that you’re there to serve them!
5. Don’t Forget to Offer Upsells
A Mom with three kids walks into the (snack) bar to order lunch, and the bartender says… “When they finish their pizzas, how about dessert?” Yes, I walked away with more junk food than planned.
6. Get Creative With Scarcity and Time Based Offers
“Folks, I am all sold out of pepperoni pizzas and I’m down to my last couple of cheese pizzas. Now is your LAST chance to get these because when we arrive at our next stop I’ll be closing during the stop and for about 15 minutes afterwards as I restock the snack car for you.”
Everyone on the train knew that stopping to restock meant he’d have more pepperoni pizzas in less than half an hour. But it was a creative way to add scarcity into his sales and motivate people to come down for a snack in the timing that worked for him (before he got busy restocking).
7. Play Up the Advantages and Be Truthful About the Disadvantages
“I’m not as fancy the dining car or the parlour car, but I AM the only one who cares enough about you to be open right now and I am 100% here to serve YOU. Come see me. You know you want a snack.”
The snack car didn’t serve steak. It didn’t have real silverware. But between meal times he was the only choice. So he focused on selling with the advantages he had while acknowledging the disadvantages.
It’s okay to say what everyone already realizes may be a downside to a particular program or service, for example, “This doesn’t include one on one time with me BUT the group format allows me to help you at a much more affordable rate.”
Honesty will help your audience feel safe and trust you. It’ll also result in happier clients with fewer complaints and refunds since people know exactly what they’re getting (and what they aren’t).
Bonus Lesson: Personality Counts So Share Yours
“I’m still here… just waiting to serve you your next delicious snack… please come see me… it’s lonely down here in the snack car…”
By the time he made this announcement we’d all gotten to “know” him and DID care. My children immediately looked at me and asked to go visit the funny guy in snack car. The fact that he’d advocated for their “dessert rights” earlier helped.
And that folks, is how the Amtrak Snack Car Guy not only sold more me snacks than I’d ever intended to buy (in fact, we skipped the dining car in favor of the snack car for several meals) on our train ride from Seattle to Los Angeles aboard the Coastal Starlight, but got me thinking more creatively about offers in my own business.